Lovable raised $400M at a $13.3B valuation on 12 August. Sixty million projects built. Nearly two-thirds of the Fortune 500 with at least one employee on the platform. Nine hundred million visits a month to apps people made with it.
Paid social is how a lot of those people arrived. 1,079 Meta ads in the library, 304 live today. I read every one, measured all 215 video files frame by frame, resolved the landing pages and walked the funnel from the ad to the credit wall.
Two halves again: the Creative Factory, and the Performance Machine. This one looks like a consumer lifestyle brand that happens to sell an AI engineer.
Lovable ads: key findings
- 1,079 Meta ads in the library, 304 live
- 215 distinct video files behind 712 video ads
- 94 partner-bylined ads across 18 creators
- 7 new ads a day over the last 60 days of the harvest window, 120 on the biggest day
- 39-second median video, 84% vertical phone
- Captions on screen by 0.3 seconds in 46 of 50 sampled files, mid-frame
- 19 distinct headlines; two of them cover 56% of the account
- 7-day median lifespan
- The cost-comparison lander sells $10,000+ against $25/month
Part 1: The Creative Factory
1,079 ads, and two thirds of them are video
| Format | Ads in library | Share of live mix |
|---|---|---|
| Video | 712 | 66% |
| Carousel | 315 | 29% |
| Static image | 52 | 5% |
Behind the 712 video ads sit 215 files. One file runs under 21 separate ad objects. Another under 19. Viktor clones a winner twelve times. Lovable clones harder, because the same street interview or money confession still works when you wrap it in a new headline and a new lander.
7 new ads a day, in waves
417 ads launched in the last 60 days of the harvest window. 120 of them on 11 May. 98 on 28 August, two weeks after the Series C. 94 on 13 August, the day after the round.
The ones that end run a median of 7 days. The longest runners — Shopify integration creatives and an evergreen "Try Lovable Today" cut — have been live for 150 days.
They ship in pulses around news. A funding announcement is a creative event. The wave after 12 August is the round becoming inventory.
Vertical, and longer than the feed suggests
Median file is 39 seconds. 17% are under 15. The longest is two minutes 30 seconds, a full creator build story run as an ad.
181 of 215 files are 360×640. Fifteen are 360×450. Thirteen are square. Four are landscape. This is a phone account that occasionally borrows a desktop cut.
| Video length | Files |
|---|---|
| Under 15 seconds | 36 |
| 15 to 30 seconds | 39 |
| 30 to 45 seconds | 44 |
| 45 to 60 seconds | 55 |
| Over 60 seconds | 41 |
The caption lands before the face finishes the sentence
- 46 of 50 sampled files have readable text on screen by 0.3 seconds.
- Captions sit at mid-frame, over the chest or the mic — a Reels title card, not a lower-third subtitle.
- Two to four words a beat. "$7,000". "HAVE ANY". "I used AI".
- The most-cloned file holds one cut through the first six seconds. The product arrives as an overlay, not a hard cut.
Wispr's captions sit at 40% of frame height. Viktor's at 58%. Lovable's sit in the middle and get out of the way of the face, because the face is doing the selling.
The hook is not a product feature. It is a person who already built something, filmed in the room where they live.
Here is their most-cloned asset. Twenty-one ad objects, one talking head, a dollar amount as the first beat.
12 formats, 215 files
Ordered by how hard each one was scaled. Tap any cell to watch the ad.
Three families underneath those twelve:
- Street interviews. A shotgun mic, a sidewalk at night, a stranger reacting to an app that just got built in front of them. The curiosity gap ("she didn't expect it to work") does the targeting.
- Lifestyle creators. Wedding sites, personal brands, cozy internet spaces, finance trackers, event-ops tools. Filmed in bedrooms, parks and teal home offices. The product is the proof that someone like you can ship.
- Money and cost. "$7,000 for this app." "To build an app used to cost." The landing page finishes the sentence with "$10,000+" against "$25/month".
The account is full of people. Not product tours. Not founder keynotes. Peer after peer, holding a wireless mic, telling you what they made this week.
The statics are a different company
The video account is phones and creators. The static account is a blue-to-magenta gradient, the heart logo, and a prompt box floating over a finished UI.
"One prompt. Lovable brings your idea to life." A tablet mockup of the chat bar. "Your personal academy? Lovable builds it." with a Learnio dashboard behind the prompt. Shopify carousels that walk a store from idea to checkout. Portuguese end cards that say "Bora testar?"
Same split as Viktor and Wispr. The video says a person like you uses this. The static says a company you trust made it.
19 headlines. One body copy.
"Try Lovable for free today" runs on 307 ads. "Try Lovable today" on 301 more. That is 608 ads, 56% of the account, saying one of two things.
The body is even stiller. "With Lovable, you just describe what you want. AI turns it into a working product with UI, backend, and logic included." sits on 663 ads. Portuguese gets its own line on 50. Partner ads often leave the title blank and write their own body — wedding invites, Excel vows, dream jobs — and 48 of those carry #LovablePartner.
Viktor holds two headlines and changes everything around them. Wispr writes a new headline for almost every creator. Lovable does both: the brand half is two headlines and one body, and the partner half is eighteen voices saying the same claim in their own words.
That separates message testing from execution testing. A new street interview is not a new value proposition. It is another shot at "describe it, get a working product," aimed at a different scroll. If you want the general version of this, read our guide to creative analytics or the walkthrough on turning competitor hooks into your own.
Part 2: The Performance Machine
Now the half you cannot see in the feed.
The lander is the campaign
There is no short-link taxonomy to decode the way Wispr has S4_Evergreen_Scaling_Website_oAppDownload. Lovable's campaign structure lives in the path.
| Destination | Ads | What it is |
|---|---|---|
lovable.dev/ | 735 | Homepage. The default. |
/meta-generic | 143 | Paid lander: "Turn your ideas into apps in minutes." |
/pt-br | 76 | Portuguese. "Bora testar?" |
/meta-apps | 46 | Cost comparison. $10,000+ vs $25/month. |
/meta-only | 17 | A tighter paid cut. |
/meta-saving-resources | 12 | Partner landing pages for "saving" angles. |
/meta-app | 12 | Singular variant of the apps lander. |
/shopify | 11 | The Shopify integration launch. |
The /meta-* prefix is the tell. Those pages exist for paid traffic. They strip the ambient marketing site down to a prompt bar, a cost comparison and a template grid, and they never pretend to be the homepage.
Brazil gets its own language, its own headline and its own path. Shopify gets a co-branded surface. The partner ads often share /meta-generic so a wedding-site story and a finance-tracker story land on the same page — the creative does the targeting, the lander does the conversion.
Where the click actually goes
"Create your own apps for a fraction of the cost." Two columns. Hire developers, wait weeks, pay for every change — $10,000+. Lovable — upgrade for more credits for as little as $25/month. Free to start.
Then a prompt bar, a trusted-by logo row, three steps (idea, watch it come to life, refine and ship), and a template grid that includes jewelry stores, habit trackers and fashion blogs. The page is selling the gap between agency pricing and a subscription, and every street-interview ad above it is evidence that the gap is real.
Steal the arithmetic. The ad shows a person who built something. The lander puts a dollar amount on the alternative. The viewer does the rest.
The funnel: three identity providers, then the prompt
- Sign in. Google, GitHub, Apple, or an email. "No credit card needed" lives on the pricing page, not here — the signup itself is just an identity.
- The prompt. The product opens on "Ask Lovable to build your blog" (or whatever the lander seeded). The first message is the activation event.
- Credits. Free gets a daily grant of 5 build credits. The wall is a credit balance, not a calendar.
There is no micro-commitment question like Viktor's company-size step, and no accessibility permission like Wispr's. The product is the onboarding. You either type a prompt or you bounce.
5 free credits a day, then $25
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | 5 daily build credits (up to 30/month), 20 Cloud credits, 5 lovable.app domains |
| Pro | $25/month | 100 monthly credits, custom domains, roles, badge removal |
| Business | $50/month | 100 Business credits, SSO, internal publish, security center |
| Enterprise | Custom | Volume pricing, SCIM, audit logs, Git sync, named CSM |
Yearly billing is two months free. Credits from monthly plans roll for a month; annual credits expire a month after the period ends; top-ups last twelve months. Unused free daily grants die at midnight.
No card at signup. No trial clock. The paywall is a credit balance, and the credit balance only fires after you have already built something — by which point the app is live on a lovable.app subdomain and you are iterating on it in front of whoever you showed it to.
A usage wall is a wall you hit while using the thing. That is the only kind that converts on its own.
| Gate | What it costs you | What it gets them |
|---|---|---|
| Sign in | An identity | A Google or GitHub account welded to the anonymous session |
| First prompt | A sentence | An activated project, the real conversion event |
| Credits exhausted | Five builds that day | An ask made after the product already produced something |
And the pricing page is careful about seats. Unlimited collaborators on every plan, including Free. The meter is credits, not people — so a founder can invite a designer and a marketer without upgrading, and the whole team burns the same pool.
What watches you land
| System | Doing what |
|---|---|
| FullStory | Session replay on the marketing site. Forced-recording store in the bundle. |
| Sentry | Error and performance telemetry, same host as the app. |
| Identity providers | Google, GitHub and Apple — the signup is also the attribution join key. |
| Partner / affiliate links | Creator and Expert referrals resolve server side into the same landers. |
| In-product credits | The conversion that matters — first prompt, then paid top-up — fires inside the app, not on the lander. |
The marketing site is quieter than Viktor's eleven-pixel door. The loud half of the stack is inside the product, where the credit meter and the workspace already know who you are.
The other channels
| Channel | Ads | What it is |
|---|---|---|
| 555 | 430 text, 120 video, 5 image. Category search: "vibe coding", "create a website in minutes", resume and portfolio builders. | |
| 297+ | 198 single image, 64 message ads, 23 video, 10 document. Webinars with Google Cloud, persona pages for marketers and ops. | |
| Meta | 1,079 | The creative factory above. |
Google is high-intent and category-shaped. LinkedIn is events and InMail. Meta is the volume channel and the creator channel. Three funnels, three jobs.
Partners, affiliates and a feed full of faces
The Partner Program formally launched on 9 September 2026. Eight hundred thousand people and agencies already building for clients. Four ways in:
| Rail | How it pays | Live signal |
|---|---|---|
| Content creators | Paid amplification of their own posts, plus the partner byline on Meta | 94 partner ads, 18 bylines |
| Affiliates | Up to $100 per first-time subscriber, monthly payouts, tiered bonuses | Referral links into the same landers |
| Experts | 10% on referred Business plans, certification, directory listing | Needs a Pro plan to join |
| Solution Partners | Up to 20% on enterprise deals, 10% on Business, co-sell support | 500+ signed ahead of launch, including Deutsche Telekom and KPMG |
Wispr pays creators through Trybe on conversion. Viktor pays them in credits at a 50% premium to cash. Lovable pays them three ways at once: amplify the post, pay the affiliate CPA, and — if they build for clients — share the subscription.
Which explains the feed. The Meta account does not look like a SaaS brand calendar. It looks like a For You page that happens to sell an AI engineer. Bedroom builds, park-bench diaries, sidewalk interviews, studio money confessions. The partnership program is the supply chain. The ad account is the distribution.
A company page reads as an advertiser. A person who just shipped a wedding site reads as a peer. Lovable bought the second one at scale.
What actually makes this work
The Creative Factory is a lifestyle feed. Street interviews, creator diaries, money confessions, and a small set of gradient statics that remind you a company made the tool. Seven ads a day, in waves around news, with two headlines holding more than half the account still.
The Performance Machine is what makes that affordable. The /meta-* landers turn a creative into a cost comparison without touching the homepage. The credit wall only fires after someone has already built. The partner rails turn every successful build into more inventory.
Viktor built a factory and staffed it. Wispr built a marketplace and priced it. Lovable built a scene and amplified it.
Same result. A feed that never runs out of faces.
Break down your own market
Everything above came from public ad activity read at scale. The Sprites ads library does this for any advertiser, and creative analytics does it for your own account: every live ad, the hooks, the landing pages and what changed this month.
More: the Viktor AI ads teardown, the Wispr Flow ads teardown, the Clay ads teardown, the best Facebook ad spy tools and Facebook Ad Library alternatives.